Influencer management tool Traackr has launched a training academy to help marketers navigate the discipline, after it found that just three per cent of people drive 90 per cent of online conversation around any given topic.
The Academy of Influencer Marketing comprises a specially-designed e-learning course to educate marketers on the channel.
The move follows what Traackr descibed as "a huge and growing interest in influencer marketing." The company, which works with names like Orange and Coca-Cola, said that some large brands have increased investment in the channel by up to 10-fold year-on-year.
Devised in partnership with PR and social media expert, Shonali Burke, the new course will bring together industry insights and guidance to help marketers indentify and engage with influencers, and teach them how to measure the success of these campaigns.
Of the new project, Burke said: “I see new entrants into the influencer marketing space every day, and people are tossing the phrase around like confetti... without a solid understanding of what it takes.
"It's definitely the 'hot' new thing, which means it's critical to provide quality educational resources for clients and practitioners alike," she added.
Forbes secured a partnership with Traackr earlier this year to help it pinpoint the most influential people across a variety of industries.